The integration will reportedly help practitioners:

• Activate ABM across digital channels, including webinars, virtual events and content hubs;
• Set up high-priority audience segments;
• Deliver targeted interactions and tailored content to unique audience segments across ON24 experiences;
• Build interconnected, ongoing content journeys that become more personalized with greater engagement and buying intent; and
• Drive the right calls-to-action and content to the right accounts at the right time.

“In today’s competitive marketplace, personalization at scale is imperative for high-performing B2B sales and marketing teams to differentiate experiences for their audience while also driving cost-efficient revenue results for their business,” said Steve Sims, VP of Product at ON24, in a statement. “By adding 6sense to our robust ecosystem of integrations, we continue to advance our platform’s AI-powered ACE capabilities, enabling our customers to dynamically target and tailor interactions with the audiences that matter most.”

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The integration will reportedly help users:

• Identify, prioritize and target accounts that are actively consuming contextually relevant buy-cycle content;
• Inform better list segmentation and enable deeper personalization at scale with actionable insights into granular topical research and engagements with vendor content; and
• Drive sales and marketing efficiency, focus outreach and shorten sales cycles by eliminating false signals.

“This partnership is very exciting as our customers are now able to directly access the breadth of TechTarget’s account intent signals within the 6sense platform,” said Michael Cotoia, CEO of TechTarget, in a statement. “Priority Engine Account Intent Feeds provide unmatched precision to confidently identify high-value accounts that are most likely to buy. This rich data source, combined with 6sense’s proprietary intent data, provides them with a more complete view of who is in market. This is truly a ‘better together’ story that will help our mutual customers further refine their approach and more easily leverage this unique data directly in the 6sense platform to build segments and orchestrate account-based efforts.”

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6sense Revenue AI for Sales seeks to help sellers prioritize in-market accounts and provide buyer intelligence and contact data within existing tools, while Gong Engage is a full-cycle sales engagement solution designed to create, manage and convert pipeline. The integration reportedly will allow sales teams to:

• Explore high-value intent activities from 6sense directly in Gong Engage;
• Identify key contacts and purchase contact information from 6sense;
• Better personalize sales outreach based on high-value intent signals; and
• Devote more time toward prospecting to reduce average time to close.

“The B2B selling environment is increasingly challenging and we need to give sellers the tools they need to reach new heights,” said Latané Conant, Chief Revenue Officer of 6sense, in a statement. “Arming sales teams with intelligence right within their workflow accelerates their path to efficient revenue generation. Our partners at Gong share our goal to help sellers be more effective and predictable in their pursuit of winning more opportunities.”

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The companies’ combined capabilities are designed to automatically adapt as accounts progress through their buying journey, with the goal of enabling marketers to build and launch brand-to-demand programs by understanding key metrics such as asset performance by persona, department, company and region.

“We’re excited to partner with INFUSE [to reshape] demand intelligence and activation by seamlessly integrating 6sense’s buyer intelligence with INFUSE’s omnichannel solutions,” said Elliot Smith, 6sense Head of Partnerships, in a statement. “This collaboration empowers our mutual customers to leverage powerful, customized demand-generation tactics at every stage of the buying process. Our dynamic capability ensures optimal engagement, converting predictive analytics into revenue, further demonstrating our dedication to innovation and efficiency in the industry.”

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The 6dimensional Success Model features programming designed to support and enable customers at every stage of their journey, including:

• RevCity, 6sense’s 24/7 customer community offering self-service resources, peer connections and expert support;
• Professional Development, a training and certification program;
• Peer-to-Peer Community, which hosts regular local and virtual gatherings;
• Partner Ecosystem, a network of experts and solutions to help customers maximize their 6sense investment;
• Tailored Services, which includes expert guidance and hands-on support to optimize customers’ implementation, adoption and time-to-value; and
• Customer Success, a data-driven approach to support and engagement with resources and services based on customer goals.

“At 6sense, our commitment to our customers’ success is unwavering,” said Latané Conant, Chief Revenue Officer at 6sense, in a statement. “The 6dimensional Success Model is all about empowering our customers to achieve the extraordinary. We’re helping them not just navigate the challenges of modern marketing and sales, but truly revolutionize their approach. It’s about being a catalyst for their success and celebrating their breakthroughs every step of the way.”

6sense News Flashback

Previously, the company released 6sense Revenue AI for Sales, a new platform designed to enable sellers to prioritize in-market accounts and gather buyer intelligence and contact data within their existing tools. With Salesforce research that shows sales reps only spend 28% of their selling due to difficulties in prioritizing account lists and researching and updating records. 6sense’s new sales tool is designed to alleviate these pain points by providing:

• Visibility into anonymous buying team research;
• A comprehensive data set on accounts and buying teams; and
• Prospecting workflows.

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With that in mind, Kerry Cunningham, who leads Research and Thought Leadership for 6sense, recommended that solution providers exert considerable marketing efforts to create awareness with buying committee members early in the buying process to create a competitive advantage.

“We asked buyers who initiated the first interaction with the selling organization, and 83% said that they initiated the contact,” said Cunningham, in an interview with Demand Gen Report. “That doesn’t mean they weren’t getting emails and calls; they probably were, but they didn’t respond until they were ready to start having those engagements. And when we asked buyers who they reached out to first — in terms of the winning company or other contenders — 84% said they started with the winner.”

Cunningham dove deeper into the nuances of that outreach, elaborating that 78% of buyers have their expectations set when they initially contact sales. He explained that this means that the 84% of companies that will win the deal have very little ability to shape what that deal is going to be. To help get ahead of this proactive cohort of buyers, Cunningham recommend that marketers:

• Allow all information that could influence buying decisions to live outside a form; and
• Atomize content as much as possible.

“The fact that buyers can do everything digitally means that it’s easier and frictionless — they can download information anywhere, at any time,” said Cunningham. “You must make sure everything is available to your buyers. Buyers stay anonymous throughout nearly three-quarters of the entire journey and by the time they uncloak and make themselves available, you better have made your case. One of the first questions you should ask a prospect is if you’re the first vendor they contacted. If the answer is yes, you can light up your cigar because you’re probably going to get that deal.”

To learn more about the current state of B2B buyer experiences, download the full report now.

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With the concept of being more present, open and happy laying the groundwork, 6sense’s CRO Latané Conant opened the event with, “The Antidote To More…,” which touched on the need to redefine what marketers expect from technology, lean into a new era of intelligence and get more aligned than ever before. She explained that 95% of the buyer’s journey takes place on someone else’s website, and buyers’ penchants for anonymity — aka the dark funnel — is causing organizations to throw more resources and manpower at illuminating the darkness, which often doesn’t work.

“The typical response to the growing dark funnel is more: More marketing, more campaigns, more advertisements, more BDRS — more, more, more,” said Conant. “And then we have to keep up on the sales side: ‘Let’s get more data sources, let’s train more of the sales team, let’s find more tools, let’s make more calls!’ And you throw it all at the dark funnel, and guess what? Some success happens, but then the cycle starts again — unsuccessfully.”

It’s what Latane calls “1990s marketing” — and it’s not working. Specifically:

• Only 7% of prospects visit websites;
• Only 3% fill out a form; and
• 78% of accounts predicted to be in-market are not even in an organization’s CRM.

“This ‘more, more, more’ mentality creates a poor customer and prospect experience,” said Conant. “It also impacts our employees — they’re the ultimate representation of our brand and 81% of them are burnt out. We need to break the cycle of more for our employees, for ourselves and for our prospects and customers. We need to start reimagining how we work.”

With the stage set for growth, the main topics covered at Breakthrough included:

• Inspecting and setting clear expectations for workflows and processes is important for success;
• Ensuring sales and marketing are aligned and triggering the right opportunities at the right time is critical for winning deals;
• Leveraging technology to work smarter, not harder; and
• Working as one revenue team.

1. Be More Data-Defined

Data is the lifeblood of all marketing functions, as indicated by the 71% of marketers who utilize it. However, 47% of practitioners are struggling to collect the right data on prospects due to the sheer amount of it available.

“There are many different pieces of intent data: First-party data, data from tools like 6sense and then there’s your own data,” explained Sarah Sehgal, Director of Demand Generation for digital experience platform FullStory, in an interview with DGR. “A big area for marketers is figuring out how they want to define intent and determine which area they want to look at, and then the second component is why they want to look at it and what do they do with it. Instead of getting distracted and overwhelmed by all the data, you need to focus on what your use cases are and what you’re trying to do and pull in pieces of your data from there.”

Sehgal also took the stage alongside Jen Leaver, FullStory’s former Director, ABM and Integrated Campaigns, for a session titled, “Segmentations, Scoring and Attribution — OH MY! How To Use Account-Based Intelligence To Mature Your Revenue Marketing.” In that presentation, the pair touched on the specifics of how FullStory analyzes data. Sehgal and Leaver explained how they utilize 6sense’s platform to divide all that data into different segments for better internal organization.

“Once we have data in our internal systems, we pass it over to our AI tools to get a holistic picture of both marketing-sourced and -influenced impact that our campaigns are having on revenue,” said Leaver. “We’re using all that intent and engagement data to get our campaigns up and running. It’s much easier to keep a customer than it is to acquire a new one, so we’re taking data beyond the initial prospecting sales motion and applying it to how we expand and retain our customer base.”

Intent data doesn’t have to stop at buyer-focused insights, either. According to Julie Kornerup, Marketing Associate, Intent-Driven Marketing for sales enablement and training platform Allego, another key use of intent data revolves around creating “competitor takedown campaigns.” In her session, “Revolutionize Your Intent-Based Advertising: How To Build & Scale A Retargeting Machine,” she explained that Allego utilizes technographic data to double-down on targeting competitors’ customers with as much product-related messaging as possible.

2. Be More Technologically Inclined

Given Breakthrough’s theme of being more and doing less, technology and automation were two key focuses throughout the event. Several speakers noted the role of technology in their campaigns, with the specific purpose of automating time-consuming tasks. For revenue lifecycle management solutions provider Conga, that takes the form of orchestrating outreach sequences.

“We’ve created outreach sequences based on factors such as vertical, persona, industry and intent,” said Claire Couch, Demand Generation Marketing Leader for Conga, in an interview with DGR. “Within our outreach sequences, we’ve used prompts and variables to create outreach that’s 80% core content already established and 20% personalized. That’s mixed in with some automatic steps, and we’re really trying to drive prompts for outbound prospecting.”

Couch continued that in Conga’s 1:1 and 1:few efforts, target accounts are served up advertisements with their company’s name, and then are directed to Folloze pages that are co-branded with Conga, the prospect’s company and other partners. She then explained that Conga uses the 6sense platform to surround those advertisements with omnichannel strategies, such as outreach sequences and direct mail.

“It really does take the reps effort to do that and a mix of technology to complement how we’re getting that prospecting out there,” continued Couch. “We’re ultimately using the intent and insights from 6sense and tailoring it by looking at keywords surfaced to work into the messaging. It’s building the muscle of how our reps prospect, and then seeing how we can provide tools that create more efficiency so they can conduct this outreach at scale.”

Interestingly, FullStory’s Sehgal noted that while martech spend has increased over the past few years, the utilization of it went down. With that in mind, “consolidation is going to be the future,” she explained, highlighting the importance of ensuring multiple teams — including marketing, sales, RevOps and customer success — have access to data, as it’s easier to justify spending with stakeholders when many teams are utilizing it.

3. Be More Aligned

Despite multiple speakers pointing to aligning internal teams as a key to success, the truth is that 46% still struggle with aligning sales and marketing. This, of course, leads to inconsistent messaging, lack of accountability, decreased customer experiences and wasted resources — all factors cumulate in creating more work and animosity.

“You need to create a culture that promotes open and honest communication, so when there are issues or questions about data, everyone’s comfortable to ask those questions,” said Sehgal. “This creates a space for sales to ask those questions and raise the flag of, ‘Hey, why does it say this is a strong fit account when it’s not?’”

That communication extends beyond existing processes and into the potential adoption of new strategies, tools or technologies. Couch noted that promoting internal alignment also helps with ensuring the entire organization is on the same page when it comes to new tech adoption.

“We’re all humans, and we can be resistant to change,” continued Couch. “When we launch something to, say, the broader sales organization, we like to start with a pilot group to get feedback early on. Oftentimes, we just assume we can roll something out, focus on enablement and then it’s done. Instead, you need to focus on ongoing training, feedback sessions and create focus groups to understand what’s going on.”

Expanding on the importance of communication was Matt Grebow, Sr. Manager of Enterprise Marketing for ServiceTitan, a home and commercial software. In his session, “Smarketing Besties: Building Well-Oiled Orchestrations Between Sales And Marketing,” he explained that it’s not about “perfect alignment” — instead, he suggested organizations find ways to share unique perspectives, work toward a common goal and coordinate outreach closely. 

“Our sales and marketing teams speak at least once a week and talk about what they’re seeing in the campaigns that are running and share insights,” said Grebow. “This helps us understand that we’re all working toward the same goal, and we can share different perspectives that can only tell a story when we bring them together, which creates a lot of trust. When marketing and sales outreach is not well coordinated, it can come across as spammy and annoying.”

Grebow then suggested the following outreach tips:

• Allow marketing to take the lead when communicating with leads that need more nurturing, as it’s often not worth sales’ time;
• When an account doesn’t have a sales director but is showing high intent, marketing should incorporate a sales perspective into the conversation to start building a relationship; and
• Marketing and sales should work jointly on crafting outreach to existing accounts.

4. Be More Kind

Aside from the litany of marketing and sales advice practitioners shared to help attendees enhance their campaigns and internal communications, one of the event’s key takeaways was ensuring that work isn’t, well, work. 6sense’s Conant explained that she believes eight out of 10 workdays should be fun — and that doesn’t always take the shape of foosball and snacks at the office.

“You need to ask your teammates what their ‘fun factor’ is,” continued Conant. “It’s a great way to open a dialogue about how your co-workers are doing and growing.”

For Conga, Couch explained that the “fun factor” includes going all-in on launch events and other office activities to create positive associations with different activities.

“We did a ‘Taco Tuesday 6sense Fiesta’ to get our team fired up about adopting the platform,” said Couch. “It comes back to the human element of ensuring that people feel heard and helped. You need to create positive associations in the workplace so workers understand that it’s not just another thing they do — it’s how they can achieve success.”

Shifting away from workplace-based fun, the event also encouraged marketers to prioritize their “five to nine” post-work hours. Conant explained that employees can’t have fun at work and feel motivated if they’re not focusing on taking care of themselves personally.

“It’s hard to have a zest for work if you don’t have a zest for life,” Conant concluded. “When I think about the antidote to more, it’s about securing your own oxygen mask first. You need to be more present in your family, friendships and relationships. You can’t just do more — you must be more.”

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6sense

Conant brings more than two decades of experience in marketing, sales and GTM management. During her time as CMO, she helped 6sense generate 100% year-over-year revenue growth five times, and harnessed the potential of AI to lead innovative initiatives, including a move to generate more than 10% of the company’s pipeline autonomously through 6sense Conversational Email.

“Alignment is critical for any GTM team, and it’s only possible when you have the right people, processes and technology to ensure everyone can move swiftly, and in the same direction, together,” said Jason Zintak, 6sense’s CEO, in a statement. “Latané’s empathy for our customers, deep knowledge of our market and expertise in our platform will pave the way for synergy, growth and an improved experience for our customers and employees. There’s no one more qualified and passionate to take the lead and execute our bold vision.”

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The fifth annual conference will feature expanded programming, with full content tracks for sales and business development reps and leaders to ensure alignment. Specifically, attendees can expect:

• Actionable presentations from global brands including NVIDIA, Conga, Red Hat and Twilio;
• Exclusive executive track experiences for CMOs and CROs;
• Perspectives from 6sense CEO Jason Zintak and Chief Revenue Officer Latané Conant to help revenue leaders meet customers’ rising demands, conquer overload and burnout and thrive in the new age of intelligence; and
• A look into the future with 6sense Co-founder and Chief Technology Officer, Viral Bajaria, who will reveal how sales, marketing and RevOps teams can fully leverage the power of AI, better intelligence and smarter workflows.

To get a behind-the-scenes look into the event, I sat down with Conant to get the scoop.

Demand Gen Report: Can you tell us more about the event’s ‘be more’ theme and how it came to fruition?

Latané Conant: We’ve all been eye-rolling and heavy sighing when we hear people tell us to ‘do more with less.’ The truth is we don’t want to do more — we’re tired. Research found that 81% of salespeople and marketers are experiencing burnout, so doing more doesn’t feel like a solution. What we need to do is redefine how we work so we’re not doing more: We’re being more.

We want to help people get to a place where they actualize who they want to be, whether that includes leveraging AI and big data or building a community so that we can be more at work and in our personal lives.

DGR: For those who might not have attended the conference before, can you share a little bit about what they can expect?

Conant: Last year, we had attendees say it was a cross between an Apple product launch and Dreamforce. We work hard to make the event exciting by discussing technology and the future of technology, and we bring people together in meaningful ways. We tend to be innovators on the technology front, and our product roadmap session is always as ‘out there’ as we can be.

We will have more partners this year than we’ve ever had, which are a huge part of ecosystems.  What’s also interesting this year is that it’s about sales and marketing; in the past, it’s mostly been an event for key marketing roles. We have a track dedicated to aligning marketing and sales executives, so we’ll discuss collaboration and how to build pipeline goals and manage pipeline together.

DGR: How is Breakthrough getting to the heart of the challenges the industry has been facing?

Conant: What we’re seeing in our research, which we’ll unveil at the conference, is what we call B2B inflation. We have an equal or lesser number of resources, and it’s harder to get opt-ins and deals created/won. It takes more touches, a higher level of personalization and there’s more people involved in the buying decisions. There’s also less time spent with vendors, so a lot more of the buyer’s journey is anonymous. We’re going to focus on how to work differently — you can’t just stay late another night or work another weekend.

There’s also a lot of hype around generative AI, but it’s not practical — it doesn’t discuss how to actually apply the technology. Our coverage of generative AI will focus on the real things people are doing with it, not just making fun predictions. And we’re also going to talk about AI in general, because there’s also directive AI and all these different applications people haven’t even used yet.

DGR: As attendees leave the Omni PGA Golf Resort on Oct. 19, what do you want them to walk away with? What will the follow-up conversations around Breakthrough look like?

Conant: I saw a presentation from an esteemed private equity company that talked about go-to-market budgets and forecasted how they’ll change over time, and it involves a lot less headcount and a lot more technology. In the next two to three years, there will be an expectation that our spend ratios will change, so we must start thinking about that now.

This might sound unpopular, but it’s about being more — let’s make sure our humans are being as human as possible, and the things that are routine and mundane can be automated or we can leverage AI. And while the sales and marketing alignment conversation seems overly cliché, we’ll start seeing more joint operating models around shared KPIs, analytics and operations that drive the right behavior across revenue teams.

The culture you create is going to be a bigger part of your formula as a GTM leader.
Burnout and quiet quitting are real, so we’ll continue to see teams adjust and change to optimize for the people who want to be there. If you want to keep top talent, you need to capture their heart and minds — otherwise your business is just a side hustle for them.

It’s not too late to join your peers in Texas for the fifth annual Breakthrough Conference! Register now and prepare to be more.

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The fifth annual Breakthrough event will feature expanded programming, with full content tracks for sales and business development reps and leaders to ensure alignment. Specifically, attendees can expect:

• Actionable presentations from global brands including NVIDIA, Conga, Red Hat and Twilio;
• Exclusive executive track experiences for CMOs and CROs;
• Perspectives from 6sense CEO Jason Zintak and Chief Market Officer Latané Conant to help revenue leaders meet customers’ rising demands, conquer overload and burnout and thrive in the new age of intelligence; and
• A look into the future with 6sense Co-founder and Chief Technology Officer, Viral Bajaria, who will reveal how sales, marketing and RevOps teams can fully leverage the power of AI, better intelligence and smarter workflows.

Additionally, the event will include the 6sense Solutions Lounge for attendees to meet with product leaders and subject matter experts, on-site sponsors offering opportunities for greater revenue-growth impact within the 6sense partner ecosystem and the 2023 Breakthrough Awards ceremony.

“Revenue leaders are no longer content being told to simply ‘do more,’” said Conant in a statement. “We want to be more — more fulfilled, more impactful, more effective — all during and outside of work hours. That’s the theme of Breakthrough 2023, and we’re excited to provide the resources, inspiration and community that make that sort of growth possible.” 

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